| 书目名称 | Countering Brandjacking in the Digital Age |
| 副标题 | … and Other Hidden R |
| 编辑 | Christopher Hofman,Simeon Keates |
| 视频video | http://file.papertrans.cn/240/239098/239098.mp4 |
| 概述 | Presents an overview of brand risks, with a particular focus on those arising from the Internet and social media, such as cybersquatting, domain name infringements and counterfeiting.Describes an appr |
| 丛书名称 | SpringerBriefs in Computer Science |
| 图书封面 |  |
| 描述 | .The rise of the Internet and social media in particular offer great opportunities for brand owners to increase business and brand recognition. While this has clearly been of benefit to brand owners, who have seen a consequent rise in the value of their brands, it simultaneously makes those brands more attractive for exploitation or attack by others. Brand risks can come in many different types and this book provides examples of how these risks can arise as well as providing quantitative estimates of the adverse impacts that can result from such risks..Brand owners need to be aware of the risks and of the need to develop strategies for identifying and managing them. This book details the process by which a brand owner can develop a brand risk management process to protect a brand’s reputation and value. Rather than prescribe a one-size-fits-all approach, the authors provide guidance on how a brand risk management process can be tailored to particular needs and circumstances..This approach is underpinned by drawing on examples of best practice in the fields of risk management, interaction design and engineering design. This combined approach relies on developing an understanding of |
| 出版日期 | Book 2013 |
| 关键词 | Brand Risk; Brand Value; Context Scenarios; Cybersquatting; Domain Names; Interaction Design; Managing Bra |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-1-4471-5580-5 |
| isbn_softcover | 978-1-4471-5579-9 |
| isbn_ebook | 978-1-4471-5580-5Series ISSN 2191-5768 Series E-ISSN 2191-5776 |
| issn_series | 2191-5768 |
| copyright | The Author(s) 2013 |
|Archiver|手机版|小黑屋|
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